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Tourism Western Australia will launch a new Perth brand in the new financial year, the first time the state capital has had a separate identity.

The new campaign – across cinema, TV, print and digital – will target 30 to 40 year olds in Sydney and Melbourne.

‚ÄúPerth didn‚Äôt fit well with WA‚Äôs Experience Extraordinary brand,” director domestic marketing Toni O‚ÄôDonnell told Travel Today. ‚ÄúIt‚Äôs a nice city but it‚Äôs not that extraordinary.”

Instead, the tourism body will showcase the ‚Äúgrown up” side of Perth including its art, culture, small bars and restaurants.

‚ÄúWe‚Äôre trying to change perceptions and drive future demand. It‚Äôs not really about conversions at the moment,” she said.

Meanwhile, Tourism WA will release a range of WA factsheets and a dedicated URL for travel agents in September.

‚ÄúIt‚Äôs a new way of connecting with travel agents,” O‚ÄôDonnell said. She revealed the body had abandoned its online training scheme and roadshow program because they were ‚Äúnot effective”, preferring to run famils instead.

‚ÄúFirst hand experience is the best thing,” she said.

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